Brazilian singer-songwriter and actor Anitta has been unveiled as the latest brand partner for Rihanna‘s revolutionary lingerie line, Savage X Fenty. The announcement heralds a collaboration that unites two icons committed to challenging conventional beauty standards and championing inclusivity.
Anitta, who has consistently advocated for authenticity and personal empowerment, is stepping into this role at a time when the conversation around body image is undergoing significant transformation. The partnership reflects a shared vision that resonates with both the artist and the brand.
In a previous interview with Glamour UK, Anitta opened up about her plastic surgery procedures and her individualized approach to beauty, stating, “Because I wanted to, not because I was ashamed of my body, simply because I wanted to make some changes and I liked the result.” This perspective aligns with Savage X Fenty’s mission to redefine what is considered “sexy” in mainstream culture.
Since launching in 2018, the label has disrupted the lingerie industry with its bold designs, accessible pricing, and emphasis on diversity. The brand’s runways and campaigns feature models of varying sizes, genders, sexualities, ethnicities, and body types, offering an inclusive and refreshing alternative to traditional lingerie advertising.
“Inclusivity is the love language Savage X Fenty uses to embrace femininity,” Anitta explained in the announcement. “We should all be able to express our sensuality and just how good we feel about ourselves, and Savage X Fenty is all about celebrating this freedom of being. I’m such a fan.”
Anitta’s collaboration with the brand comes at a time when the fashion industry is grappling with its approach to body positivity. While some brands, like Savage X Fenty, are pioneering change, others are lagging behind. “I have great hopes for the industry, one day, realizing the value of diversity,” Anitta remarked, acknowledging the brand’s progressive stance.
The partnership was introduced with Anitta modeling the new Crystal Crush collection. The seductive Chain Bralette and Chain Skirt, paired with gold jewelry against a tropical backdrop, reflect the sensuality and confidence that define both the artist and the brand.
Available now on the Savage X Fenty website, the Crystal Crush collection can be purchased separately or as part of an exclusive VIP box for members.